how to travel better, if that’s even possible
Over-tourism is one of those issues that everyone kind of knows is happening, but not enough people are talking about what’s really behind it or what to do next. It’s easy to look at viral photos of packed European streets and think, “Wow, everyone’s traveling these days.” But beneath the surface, there’s a deeper problem: whole communities being pushed out, local culture turned into a commodity, and infrastructure buckling under the weight of unchecked visitor numbers.
As someone who’s traveled extensively and now runs a travel company that curates intentional trips to Europe, I’ve seen firsthand the damage mass tourism can cause, especially in places that were never built to handle the overwhelming influx of visitors. Of course, this is a scary topic to discuss for the exact reason that I run a company that relies on tourism. But the problem isn’t all tourism, it’s mass tourism. Because mass tourism as an industry was created to benefit the traveler, not the local community. That model has left many destinations overrun, underfunded, and disconnected from the very cultures people come to experience.
So, who really benefits when we travel?
It’s a question we should all be asking. Because in theory, tourism should be a powerful economic driver. But when profits flow to foreign hotel chains, massive booking platforms, and absentee Airbnb investors, the people actually living in these destinations often see very little return, aside from rising rent, low-paying service jobs, and the occasional spotlight on their traditions stripped of real context.
But there are economic levers that could make tourism more equitable and sustainable. These could look like stronger enforcement of tourist taxes to fund infrastructure, public transport, and preservation projects, incentives for locally-owned businesses, including grants, tax breaks, and access to affordable commercial spaces, limits on foreign ownership of short-term rental properties to protect local housing markets, and maybe even tourist caps or reservation systems for heavily impacted areas. These tools exist. They just need more widespread, intentional implementation. Governments, travelers, and businesses all play a role in shaping what tourism becomes.
How does Next Horizon try to make a difference in the way we travel and work?
This awareness has also changed how I operate, both as a traveler and as a business owner. Here, we do not promote jam-packed, see-it-all itineraries. We don’t do “10 European cities in 7 days” packages. We focus on slower, customized travel experiences that are built around local connection, cultural understanding, and supporting real people. We work with local guides, boutique hotels, artisan workshops, small restaurants, and off-the-beaten-path destinations that actually need tourism dollars to thrive, not just survive.
And personally, I’ve stepped away from creating content that fuels the checklist-style travel mindset. I used to post guides that leaned heavily on “must-see” lists and viral hotspots. But I’ve seen how that kind of content (however well-intentioned) feeds into over-saturation, pressure to cram it all in, and a surface-level approach to experiencing a place.
Now I am to tell a different story: one that highlights underrated destinations. I try to encourage my clients to visit smaller towns and lesser-known regions, like those in the Loire Valley or in rural Germany, where tourism is welcomed and needed. Because when we continue to funnel millions of people into the same few places year after year, we rob both travelers and locals of the opportunity for something deeper. Of course, I am limited, at the end, to my clients’ wishes which may be different than my opinion.
Can we travel better, together?
I don’t have all the answers. None of us do. But I believe the future of travel starts with a mindset shift: from fast to slow, from extractive to collaborative, from consumption to connection. We can still see the world. We can still be inspired by new cultures, landscapes, and food. But let’s do it in a way that’s respectful, intentional, and regenerative. That means being thoughtful about where our money goes, who it supports, and what kind of footprint we’re leaving behind.
Travel will always be a gift. Let’s make sure it’s a gift for everyone involved.